An iconic fast food stand in downtown Vista is celebrating 50
years of serving burgers and ice cream to several generations of
North County residents.

The Pepper Tree Frosty opened in 1960 when owners Chuy and Velia
Villasenor moved their family from Los Angeles to Vista after
purchasing what was then a Tastee Freeze at 270 S. Santa Fe
Avenue.

"They were a young couple pursuing the American dream," said
their son, Dan, who took over the business when his father died in
1984. "They never regretted for one minute moving down here and
being a part of this community."

In the half-century since the Villasenor family took over the
business, Pepper Tree Frosty has become a local favorite.

"It's always been a part of Vista to me," said Bret
Schanzenbach, chief executive officer of the Vista Chamber of
Commerce. "Two of my sisters worked there when they were teenagers,
and (my wife and I) have taken our family there over the years to
get soft serve."

Besides its popular ice cream treats, the eatery's menu includes
favorites such as old-fashioned burgers, fries, tacos and other
items.

The restaurant is so popular that Mayor Morris Vance, who moved
to Vista to become city manager in 1980, said residents and some of
his staff members loudly disputed a city proposal to move the
business as part of a plan to extend Broadway Street west of South
Santa Fe Avenue.

"Everyone told us 'Don't you dare, that road will go around
(Pepper Tree),'" Vance said. "It's such an institution in this
town."

Dan Villasenor said the restaurant has stood the test of time
because it's not like other places.

"Over the years, we've survived a lot of different things," he
said. "In the early '70s, we were concerned the McDonald's was
coming to town. Last year, when Sonic opened, we were
concerned."

But Villasenor said the competition hasn't hurt Pepper Tree.

"A lot of our items are our own unique spin on what we do here,
that's why people keep coming back," he said.

Villasenor said he hopes the food stand will play an important
part in Vista's future, including the planned redevelopment along
South Santa Fe Avenue that city officials have dubbed Paseo Santa
Fe.

"We feel we are an asset to the community," he said. "We're a
landmark in this community and I don't think we want to do in any
other town.

"It's really special when you have a family business and all of
the family's been a part of it, and have fond memories of it. We've
always loved being part of the community and hope in the future
we're a part of it."